ADVERTISING EXPOSURE MODEL
First, exposure to the advertisement can create awareness about brand, leading to a feeling of familiarity with it. Second, information about the brand’s benefits
& the attributes on which the benefits are based can register with the consumer can also result from exposure to the ad. Third, advertisements can also generate feelings in an audience that they begin to associate with the brand or its consumption. Fourth, through the choice of the spokesperson & image for the brand, often called “brand personality”. Fifth, the advertisements can create the impression that the brand is favored by the consumer’s peers, or experts- individuals & group the consumer likes to emulate. This is often how products & brands are presented as being fashionable. These five effects can create favorable liking, or attitude, towards the brand, which in turn should lead to purchasing action. Sometimes the advertisers will attempt to spur purchasing action directly by providing a reminder or by attacking reasons why the consumer may be postponing that action.
Mc CANN ERICKSON MODEL FOR COMMUNICATION
Mc CANN PULSE: Technique of transforming consumer information into consumer insight.
+ Mc FOOTPRINT: Method of transforming brands from one market
opportunities into expanded multinational platforms.
^ Mc CANN SELLING: Transforming Consumer Insight into effective advertising.
These two models help us to understand how & why consumers acquire process &use advertising information. It is also important to at the planning stage to develop a good understanding of where advertising fits into the total pool of information & influence sources to which consumer is exposed. Understanding information processing invariably leads to the need for understanding a wide range of other important psychological constructs, such as perception, learning attitude formation & change, source of effects, brand personality & image.
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